THE INFLUENCE OF MASS MEDIA ON THE PROCESS OF YOUTH SOCIALIZATION

Skopa V. A.

The article examines the trajectory of socialization of the young generation of Russian society in the era of rapid civilizational changes. The key focus of the analysis is on changes in the socio-cultural adaptation of young people in the context of transformations of the communicative space. Fundamentally new media platforms, digital technologies and global information flows radically reconstruct traditional mechanisms for mastering social norms and cultural patterns. The study reveals the complex dynamics of the influence of the information society on the processes of identity formation, value orientations and behavior patterns of modern young Russians. Particular attention is paid to ambivalent trends: on the one hand, expanding the horizons of individual freedom and communicative opportunities, on the other, the risks of social disorientation and erosion of cultural constants.

Keywords:socialization, youth, globalization, communications, information society.